Burberry needed to mark its entrance in the beauty arena as a credible player, able to compete with brands like Chanel and Dior. As beauty constituted less than 1% of the company business, the marketing budget was very limited. The brand needed to make a statement somehow to bring its vision to life.
A location for a flagship store was identified by the EMEIA team in London Covent Garden, an area that was turning into a Beauty destination. A compelling and distinctive concept for the new store was needed. Francesca Danzi led the idea generation efforts that gave birth to Burberry Beauty Box, a store created with gifting in mind. She then crafted the retail experience vision and strategy, with a full service proposition blending physical and digital elements. She was then instrumental in the opening of the store, in collaboration with the local teams, overseeing every aspect of the experience, from store design to digital animations and staff training.
The store made a statement and put Burberry on the beauty world map, with global distributors and London travelers. At the same time the work helped Burberry teams understand the peculiarities of the beauty world and develop creative thinking around newly found business challenges.?
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